Examination of the relationship between viral marketing and purchase in terms of personality

The aim of the research is to examine the effect of viral marketing and personality traits on the perception of purchase intention. The research was planned as exploratory and descriptive. The universe of the research consists of consumers living in Istanbul. In the study, 426 people were reached with the convenience sampling method. A questionnaire form was used to collect data in the study. The questionnaire form consists of questions about demographic characteristics, Viral Marketing Perception Scale, Purchasing Intent Scale and Five Factor Personality Traits Scale. SPSS 21 package program was used to analyze the data in the research. According to the results of the research, while only the trust in others sub-dimension affects the purchase intention significantly and positively in viral marketing perception, the sub-dimensions of Emotional Stability, Agreeableness and Intelligence Imagination affect the purchase intention significantly and positively in the sub-dimensions of personality traits.